ADDITIONAL INFORMATION Flashcards
Process of coordinating the flow of information, goods, and services among members of the distribution channel.
Logistics
System of marketing institutions that enhances the physical flow of goods and services, along with ownership title, from producer to consumer or business user
Marketing Channels
3.The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market
Positioning
It defines which other brands a brand competes with and which should thus be the focus of competitive analysis
Competitive Frame of Reference
These are attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand.
Points of Difference
6.These are attribute or benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in three basic forms: category, correlational, and competitive.
Points-of-Parity
A three- to five-word articulation of the heart and soul of the brand and is closely related to other branding concepts like “brand essence” and “core brand promise.”
Brand Mantra
- Is the added value endowed to products and services with consumers
Brand Equity
A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors
Brand
A leading indicator that predicts future growth value
Brand strength
11.It is a structured approach to assessing the sources and outcomes of brand equity and the way marketing activities create brand value
Brand Value Chain
When a firm uses an established brand to introduce a new product, the product is called
Brand Extension
13.The first step in conducting Market Research i
Define the problem and research objectives
This stage in marketing research is generally the most expensive and error-prone. Some respondents will be away from home, offline, or otherwise inaccessible; they must be contacted again or replaced.
Collecting Information
The last stage in Marketing Research
Decision Making
is the set of measures that helps marketers quantify, compare, and interpret their performance
Marketing metrics
This analyze data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities
Marketing Mix Model
A concise set of interconnected performance drivers to be viewed in common throughout the organization. It is a visual tool that displays key marketing details and targets for a business in an easy-to-see way
Marketing Dashboard
Is the complete sequence of suppliers and activities that contribute to the creation and delivery of goods and services.
Supply Chain
20.The following are the three (3) methods of managing Logistics:
a.Enterprise Resource Planning (ERP)
b. Radio Frequency Identification
b.Logistical Cost Control
21.This coordinates all promotional activities—media advertising, direct mail, personal selling, sales promotion, public relations, and sponsorships—to produce a unified, customer-focused promotional message
Integrated Marketing Communications
22.This is the function of informing, persuading, and influencing the consumer’s purchase decision.
Promotion
23.subset of the marketing mix in which marketers attempt to achieve the optimal blending of the elements of personal and non-personal selling to achieve promotional objectives
Promotional Mix
Is the process of a seller’s person-to-person promotional presentation to a buyer. The sales process is essentially interpersonal, and it is basic to any enterprise
personal selling
- Regular contact between sales representatives and customers over an extended period to establish a sustained buyer-seller relationship
Relationship Selling
26.This direction of the Supply Chain controls part of the supply chain that involves raw materials, inbound logistics, and warehouse and storage facilities.
Upstream Management
